Marketing expert says “fan moneyball” holds key to clubs seeking to bridge football’s revenue gap

Digital marketing expert says that clubs are monetising just a tiny portion of their global fanbase, but that enhanced targeted marketing can bring in tens of millions extra per club.
Supermarkets, hotels and airlines provide reward programmes – why not football clubs? “Tapping into passion-based fan interests is where the next wave of exciting customer engagement can take place.”
Why it matters: The income generated from increased engagement can easily dwarf the financial rewards of playing in a breakaway European Super League and could even obviate the need for charging for match tickets.
The perspective: Football clubs need to tap into data analytics for off the pitch work with the intent that they have adopted it on the pitch.

Some leading football clubs are only properly monetising “one per cent” of their overall global fanbase, missing out on tens of millions in potential annual revenue by not fully grasping the possibilities of their digital offering, a leading digital sports marketeer tells Off The Pitch.

In a wide-ranging interview, Neil Joyce, CEO and Co-Founder of The CLV Group, a consultancy which works with leading clubs, has described a type of “race for oil

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